AdExchanger: Forced Redirect Ads Cost Publishers Money, But So Does Blocking Them

Publishers and ad tech vendors can restrict how ad creative behaves via sandboxing or SafeFrames, an IAB-developed form of sandboxing that sets rules for an ad’s behavior.

Sandboxing “puts ads inside a protective container so they can’t misbehave on a publisher page,” explained Gabriel DeWitt, VP of product and tech ops at Index Exchange.

The technology operates on a continuum. Depending on how the code is written, sandboxing can restrict an ad’s behavior a lot or just a little.

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